New Products – Using Customer Research to Design Product Features Based on Needs

Focus group research with potential customers can be used to help develop new products or services, and ensure their success when introduced in the market.  Last year, a TMD client was considering offering a new healthcare service in its existing markets.  Before launching the new product, we suggested that they solicit the opinions of potential customers to understand their most important product needs and wants.  We designed and conducted a series of focus groups with a representative sample of potential customers whose demographic profile (by age, income and other variables) matched that of the market.  The findings of the focus groups provided our client with a list of a customer’s most important needs for this service, which they then translated into product features to ensure the success of their new product.